Drive Brand Relevance with Black Consumer Essentials: Insights for Black Consumer Engagement

Collage Group’s presentation, Drive Brand Relevance with Black Consumer Essentials, explores three areas of our consumer fundamentals research: demographics and economic opportunity, identity, and Group Traits.

February 21, 2023
Jenny Wolski – Analyst

Black Americans are an important U.S. consumer segment, and their population and economic power are growing. Brands must better understand this influential consumer group to effectively engage with them through their marketing and advertising.

Read on and fill out the form for an excerpt from our
Insights For Black Consumer Engagement presentation.

Our new study explores three areas of our consumer fundamentals research: demographics, identity, and Group Traits to help your brand authentically connect with Black Americans.

Download the attached presentation for more. In the meantime, take a look at a few key insights and action steps.

Key Insight #1: Demographics

More Black Americans are identifying as Multiracial and Black immigration is growing in the U.S., making the segment more diverse and dynamic than brands may realize.

Implication:

Lean into rich intersectional storytelling during marketing campaigns. Authentic, and specific stories will still appeal cross-segment.

Key Insight #2: Identity

Products and services that explicitly show people with natural skin and hair and challenge racial and ethnic stereotypes will win with Black consumers.

Implication:

Innovate and expand products and services that are tailored to meet the needs of Black consumers. Prioritize realistic representation in your advertising and push to avoid photoshopped perfection.

Key Insight #3: Group Trait of Determination

Black Americans are determined and believe in working persistently towards their goals. Despite setbacks, there is a deep-seeded belief in themselves.

Implication:

Drive fit by communicating how your brand helps Black Americans achieve at the highest levels.

Key Insight #4: Group Trait of Real

Black Americans demonstrate realness by proudly celebrating their collective uniqueness.

Implication:

Build advocacy with direct communication and by celebrating Black Americans’ creative and unique talents.

Key Insight #5: Group Trait of Believing

Black Americans are optimistic and often have faith that something bigger is guiding them.

Implication:

Grow brand relevance and trust by engaging Black Americans’ deep spirituality and hopeful outlook. Consider partnering with influencers that embrace this side of Black Americans.

Other Black Consumer Research Articles and Insights from Collage Group

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February 14, 2023

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February 14, 2023

Touchdowns and Fumbles from the Super Bowl 57 Ads

February 10, 2023

Jenny Wolski
Analyst

Jenny is an Analyst on Collage Group’s Product & Content team. She is a 2021 graduate from The George Washington University where she studied Statistics and Sociology. In her spare time, Jenny is often on a hike enjoying nature.

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